CHAPTER 4: W6 CONSUMER LEARNING

Question 1

is the process by which individuals acquire the purchase and consumption knowledge and experience they apply to future related behavior.

Answer 1

Consumer learning

Question 2

elements of learning (4)

Answer 2

1. motivation
2. cues
3. response
4. reinforcement

Question 3

______________ is the reason for people’s actions, willingness and
goals.

Answer 3

motivation

Question 4

___________A REMINDER OR STIMULI TO DO SOMETHING.

Answer 4

CUES

Question 5

___________ IS A REACTION TO A
QUESTION, EXPERIENCE, OR
SOME OTHER TYPE OF STIMULUS.

Answer 5

RESPONSE

Question 6

____________________
* TERM USED IN OPERANT
CONDITIONING TO REFER TO
ANYTHING THAT INCREASES
THE LIKELIHOOD THAT A
RESPONSE WILL OCCUR.

Answer 6

REINFORECEMENT

Question 7

2 theories on how Individuals learn

Answer 7

1. BEHAVIORAL THEORY
2. COGNITIVE THEORY

Question 8

___________________ that only focuses on objectively observable behaviors that occur as the result of exposure to stimuli.

Answer 8

BEHAVIORAL THEORY

Question 9

_____________ is a broad theory that explains thinking and differing mental processes and often in response to problem-solving.

Answer 9

COGNITIVE THEORY

Question 10

_______________________________

A model of how people learn from their experience, much of
our behavioral responses being conditioned by events from

our background and early experience.

Answer 10

BEHAVIORAL LEARNING THEORIES

Question 11

BEHAVIORAL LEARNING THEORIES (3)

Answer 11

1. CLASSICAL CONDITIONING
2. INSTRUMENTAL CONDITIONING
3. OBSERVATIONAL CONDITIONING

Question 12

(also known as Pavlovian
conditioning) two stimuli are linked
together to produce a new learned
response in a person or animal.

Answer 12

Classical conditioning

Question 13

(IS ANOTHER TERM FOR OPERANT
CONDITIONING, A LEARNING PROCESS FIRST DESCRIBED BY B. F. SKINNER.)

REINFORCEMENT OR PUNISHMENT ARE USED TO EITHER INCREASE OR DECREASE THE PROBABILITY THAT A BEHAVIOR WILL OCCUR AGAIN IN THE FUTURE.

Answer 13

INSTRUMENTAL CONDITIONING

Question 14

_________________________
describes the process of learning through watching others, retaining the information, and then later replicating the behaviors that were observed.

Answer 14

OBSERVATIONAL CONDITIONING

Question 15

what are the (5) components of observational learning?

Answer 15

1. attention
2. retention
3. production process
4. motivation
5. observational learning

Question 16

the consumer focuses on models behavior

Answer 16

attention

Question 17

the consumers retain this behavior in memory.

Answer 17

retention

Question 18

the consumer has the ability to perform the behavior.

Answer 18

production process

Question 19

a situation arises wherein the behavior is useful to the consumer

Answer 19

motivation

Question 20

the consumer acquires and performs the behavior earlier demonstrated by a model.

Answer 20

observational learning

Question 21

Market share and the number of brand-loyal consumers are the dual goals of consumer learning.

Answer 21

measures of consumer learning

Question 22

In measures of consumer learning:

Brand-loyal customers provide the basis for a stable and growing market share.

Answer 22

Brand-loyal customers

Question 23

In measures of consumer learning:

________ with _______ market shares have proportionately larger groups of loyal buyers.

Answer 23

Brands with larger

Question 24

In measures of consumer learning:

___________ focus their promotional budgets on trying to teach consumers that their
brands are best and that their products will best solve the consumers’ problems and satisfy their needs.

Answer 24

Marketers

Question 25

In measures of consumer learning:

It is important for marketers to measure how effectively consumers have “_______________________”.

Answer 25

“Learned its message”.

Question 26

In Recognition and
Recall Measures

_________________ are based on aided recall, although recall tests use unaided recall.

Answer 26

Recognition test

Question 27

In Recognition and
Recall Measures

In __________________, the consumer is shown an ad and asked whether he or she remembers seeing it and can remember any of its salient points.

Answer 27

recognition tests

Question 28

In Recognition and
Recall Measures

• In _____________, the consumer is asked whether he or she has read a
  specific magazine or watched a specific television show, and if so, can recall any ads or commercials seen, the product advertised, the brand and any salient points about the product.

Answer 28

Recall tests

Question 29

Cognitive Responses to Advertising (3)

Answer 29

• Product/Message Thoughts
• Source Oriented Thoughts
• Advertisement Execution
  Thoughts

Question 30

• Product/Message Thoughts
• Source Oriented Thoughts
• Advertisement Execution
  Thoughts

ARE EXAMPLES OF _____________________________.

Answer 30

Cognitive Responses to Advertising

Question 31

In Attitudinal and Behavioral Measures of Brand Loyalty

____________ is the ultimate desired outcome of consumer learning.

Answer 31

Brand loyalty

Question 32

In Attitudinal and Behavioral Measures of Brand Loyalty

_________________ are concerned with consumers’ overall feelings (i.e., evaluation) about the product and the brand, and their purchase intentions.

Answer 32

Attitudinal measures

Question 33

In Attitudinal and Behavioral Measures of Brand Loyalty

____________________ are based on observable responses to promotional stimuli— purchase behavior, rather than attitude toward the product or brand.

Answer 33

Behavioral measures

Question 34

In Attitudinal and Behavioral Measures of Brand Loyalty

A basic issue among researchers is whether to define _______________ in terms of consumer behavior or consumer attitudes.

Answer 34

brand loyalty

Question 35

In Attitudinal and Behavioral Measures of Brand Loyalty

A basic issue among researchers is whether to define brand loyalty in terms of _________________ or ______________________.

Answer 35

consumer behavior or consumer attitudes.